NewJeans selected as Levi’s Global Ambassador becomes a true “Model Jeans”
The famous girl group New Jeans eventually became models for a jeans brand that lived up to their name.
Global denim brand Levi’s announced March 6 that it has chosen NewJeans, a new K-pop trend leader, as its new global ambassador to commemorate the 150th anniversary of the birth of 501 Jeans.
NewJeans, a group consisting of Minji, Hanni, Danielle, Haerin and Hyein, has captured the hearts of Gen-Z with their refreshing take on the rising Y2K trend. NewJeans gained popularity with the release of songs like “Attention” and “Hype Boy” for their debut. Their subsequent singles “Ditto” and “OMG” also received critical acclaim and managed the feat of charting on the US Billboard Hot 100 within 6 months of their debut. Besides the music, New Jeans is popular with fans around the world for its innovative style. Known for blending Y2K-inspired fashion with modern trends, NewJeans has now become the representative idol of Gen-Z, demonstrating K-pop’s influence on global fashion.
At the same time, the name of the group “NewJeans” is inspired by jeans, which are always in fashion and loved by everyone, regardless of age. Hoping to be eternal icons of a new era, they embody the Levi’s spirit that seeks timelessness without going out of style.
“We are honored and excited to partner with Levi’s, a timeless brand that represents the world’s most iconic jeans while looking to the future.” said New Jeans, adding, “Their genuine support of youth culture and their 150 year history have led us to a natural partnership.”
Meanwhile, a Levi’s official said: “As we celebrate the 150th anniversary of 501, we have prepared a meeting with NewJeans as a first step to address our brand identity with the GenZ generation. As NewJeans has free and hip sensibility and brilliant energy, we plan various performances and interesting works with them as ambassadors.
In the campaign with Levi’s, New Jeans wore various products such as 501 Original Jeans, 501 ’81 Jeans, T-shirts, denim shirts and jackets and showed a stylish look that did justice to the MZ generation. The girl group led through the shoot with a professional appearance, with poses and facial expressions matching the respective outfit.
In addition, Levi’s is preparing a post-shooting live performance in Seoul with NewJeans to commemorate the 501st day of May 20, 1873, when a patent was granted for jeans made using the riveting process.